Pret A Manger hires VCCP for omnichannel expansion

Pret A Manger is ramping up its transformation strategy – accelerated by Covid lockdowns – with the appointment of VCCP as its first global integrated communications agency, with a growing focus on digital communications and omnichannel campaigning.

VCCP, which scopped the business following a creative tender launched in March 2021, has been appointed to support Pret’s goal of “bringing Pret to more people”.

Since May 2020, Pret has accelerated a strategy to help the brand reach a wider range of customers across all markets. It has fundamentally transformed its business model, away from a “shops first” business, establishing trading channels which are providing new revenue streams.

During the Covid pandemic, Pret has launched the UK’s first in-shop Pret Coffee Subscription service and brought to market a new “Pret at Home” range available through leading retailers in the UK and France. Delivery partners have been introduced in every market and continue to perform strongly.

Meanwhile Pret is continuing to expand its digital offering, launching new click and collect trials in London and Manchester and an app in the UK and US.

VCCP will be the brand’s first full service global agency and has been briefed to deliver international integrated communications campaigns across Pret’s markets in Europe, Asia and the US.

Pret chief customer and growth officer Dan Burdett said: “We launched this pitch process with the aim of finding an agency with the capabilities to match our values and our ambitions to bring Pret to people wherever they may be living, working, or travelling.

“VCCP has a track record of delivering fantastic creative work and will bring a holistic approach to our marketing, making them the perfect partner to help us communicate with customers as a truly omnichannel business. We look forward to continuing this pace of innovation with the support of VCCP with its advanced digital and creative expertise.”

VCCP co-founder and group CEO Adrian Coleman added: “We couldn’t be more excited to be working with Pret to fulfil their global ambitions, both commercially and creatively as they embark on an exciting new direction for the business. A fabric of the nation brand that shares our motto that ‘it only works, if it all works’ is a thrilling prospect and we look forward to helping them bring more of what people love about Pret, to more people.”

Last week, Pret launched an ad campaign starring Noddy Holder (pictured) for a limited edition Christmas sandwich after hearing customers felt they missed out in December during lockdown.

Devised by by Kode Media, and set to Slade’s Merry Christmas Everybody, Holder is seen sitting in Pret bewildered by the Christmas cheer until he realises that the festive sandwich is back on the menu.